scholarly journals Persuasive linguistic tricks in social media marketing communication—The memetic approach

PLoS ONE ◽  
2021 ◽  
Vol 16 (7) ◽  
pp. e0253983
Author(s):  
Krzysztof Stepaniuk ◽  
Katarzyna Jarosz
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Marketing Communication ◽  
Emotional Factor ◽  
Content Analysis Method ◽  
Travel Agencies ◽  
Correlation Tests ◽  
Spreading Potential ◽  
Textual Content ◽  
Spearman’S Correlation

The paper reports the results of a study into the use of linguistic cues defined as Persuasive Linguistic Tricks (PLT) in social media (SM) marketing communication. It was assumed that the content shared on Social Networking Sites (SNS) could be perceived as specific sets of meanings (memeplexes), where a single component, also PLT, may function as their part. Following an original typology of PLT, created based on an emotional factor, the research focused on whether and how the number of positive, neutral and negative PLT used in Facebook posts impacted the behaviour of content recipients. These activities, including liking, commenting and sharing, are strictly connected with post spreading and range. The data analysis focused on 167 Facebook posts shared by five leading Polish travel agencies and 1911 responding comments. The quantitative content analysis method and Spearman’s correlation tests were used. A relationship was observed between the number of emotionally positive and neutral PLT and the increase in the range of content with these PLT. The use of PLT by post recipients was also observed in their comments. This phenomenon is possibly related to the memetic nature of PLT. From the perspective of marketing messages, the obtained results contribute to and guide the textual content-building with a high spreading potential owing to the memetic capability of PLT. Further elaborations were made on the assumption for the evolutionary approach in social media content transfer and its processing.

Post popularity and reactions in retail brand pages on Facebook

2019 ◽  
Vol 47 (9) ◽  
pp. 957-973 ◽  
Author(s):  
Ioannis Antoniadis ◽  
Symeon Paltsoglou ◽  
Vasilis Patoulidis
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Marketing Communication ◽  
Interactive Marketing ◽  
Content Type ◽  
Message Length ◽  
Length Increase ◽  
Facebook Pages ◽  
Positive Effect ◽  
Practical Implications

Purpose Social networking sites and Facebook have grown to become an important channel of interactive marketing communication with consumers for retail. The purpose of this paper is to examine the ways posts characteristics and reactions affect post popularity and engagement in retail brands Facebook pages. Design/methodology/approach In total, 18 retail brand pages out of the 120 most popular brand pages on Facebook in Greece are examined for a three months’ period (April–June 2016). In all, 2,627 posts are analyzed with the use of OLS regressions in order to identify the characteristics of posts that increase consumers’ engagement, including the newly introduced reaction feature. Findings The results suggest that richness of content (images and videos) and message length increase the engagement levels and the popularity of posts. Reactions have a positive effect on engagement, and negative reactions stronger than positive reactions, except in sharing. On the other hand, posting time does not seem to have a statistically significant impact on the engagement and popularity of a post. Research limitations/implications The study was conducted during a period that reactions were only recently introduced by Facebook, therefore users and brands may not have been familiarized with their use. Practical implications The study contributes to the understanding of consumer engagement with retail brands’ pages on Facebook and social media, and the ways they use reactions and other ways of interactions with brand posts. The results can provide some insight to retailers on how to achieve higher levels of engagement for their brands through their Facebook pages, improving the effectiveness of social media marketing campaigns. Originality/value The findings contribute in understanding the ways users interact with brand posts in Facebook using reactions, using a number of popularity measures, providing useful insights about reactions, engagement and e-WoM, extending prior research.

Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting

2019 ◽  
pp. 135481661986780 ◽  
Author(s):  
Jun (Justin) Li ◽  
Woo Gon Kim ◽  
Hyung Min Choi
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Restaurant Industry ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Casual Dining ◽  
Social Media Engagement ◽  
Casual Dining Restaurant ◽  
Marketing Budget

Social media sites serve as lead generators for achieving marketing communication and raising brand awareness for casual-dining restaurant firms. This study attempts to measure social media engagement across different social networking sites (SNSs) and promotional activities for the casual-dining restaurant industry. This study also explores the influence of the dimensionality of social media engagement on the performance of casual-dining restaurants. The findings show that the metrics of social media engagement are different across channels and promotional activities. The results also reveal that these metrics have significant positive impacts on casual-dining restaurant performance. Pragmatically, the findings provide an assessment that enables casual-dining restaurant marketers to select the most effective SNSs and implement the most appropriate promotional activities, given the limited marketing budget of small and medium-sized casual-dining restaurants.

Sosyal medyada Suriye’li sığınmacılara yönelik algı: bir sözlük değerlendirmesi

2017 ◽  
Vol 4 (2) ◽  
pp. 185-200 ◽  
Author(s):  
Servet Kardeş ◽  
Çağla Banko ◽  
Berrin Akman
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Content Analysis ◽  
Syrian Refugees ◽  
Analysis Method ◽  
Social Media Platform ◽  
Content Analysis Method ◽  
Negative News ◽  
Media Platform ◽  
Made In

Bu araştırmada sığınmacılara yönelik paylaşımların yapıldığı sosyal medyada yer alan sözlüklerden birinde sığınmacılara yönelik algıya bakılmıştır. Yöntem olarak nitel desende olan bu çalışmada, bir sosyal medya sitesinde yer alan paylaşımlar içerik analizi yoluyla derinlemesine incelenip yorumlanmıştır. Araştırmanın sonucunda sosyal medya kullanıcılarının sığınmacıları büyük bir güvensizlik ortamı ve huzursuzluk yaratan bireyler olarak gördükleri saptanmış, sığınmacılarla yaşanan deneyimlerin ve medyadaki haberlerin bu düşüncelerin oluşmasında etkisinin olduğu belirlenmiştir. Bunun yanında sosyal medya kullanıcılarının devletin sığınmacılar konusunda yanlış politika izlediğini düşündükleri ve sığınmacılar için etkili bir planlama yapılmadığını ifade ettikleri görülmüştür. Çalışmanın sonuçları doğrultusunda medyada sığınmacılar hakkında çıkan haberlerde olumsuz ve şiddet temalı haberlerin azaltılması, Suriyeli sığınmacıların durumu, sahip oldukları haklar ve topluma yansımaları hakkında doğru ve bilgilendirici kamu spotları hazırlanması ayrıca sığınmacıların topluma entegre olma sürecinin her basamağında daha planlı ve etkili bir yol izlenmesi önerilebilir.ABSTRACT IN ENGLISHPerceptions about Syrian refugees on social media: an evaluation of a social media platformIn this research, posts which are about Syrian refugees were published in a social media platform, called as “sözlük” were investigated. The research is a qualitative research. The posts in this platform are analyzed with content analysis method. According to results of analyses, social media users see Syrian refugees as people who create an insecure and a restless environment. The experiences people had with them and news have an effect on this view. In addition, social media users think that government made inappropriate policies and ineffective plans about Syrian refugees. It is suggested negative news about Syrian refugees should be decreased and government should make safer policies. In addition, adaptation of refugees to society should be made in more planned and effective way.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

The role of social networking sites in the revolution of 25 January 2011 Egyptian

2019 ◽  
Vol 2 (3) ◽  
pp. 1
Author(s):  
Qassim Alwan Saeed ◽  
Khairallah Sabhan Abdullah Al-Jubouri
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Arab Spring ◽  
The World ◽  
The Revolution

Social media sites have recently gain an essential importance in the contemporary societies، actually، these sites isn't simply a personal or social tool of communication among people، its role had been expanded to become "political"، words such as "Facebook، Twitter and YouTube" are common words in political fields of our modern days since the uprisings of Arab spring، which sometimes called (Facebook revolutions) as a result of the major impact of these sites in broadcasting process of the revolution message over the world by organize and manage the revolution progresses in spite of the governmental ascendance and official prohibition.

Association between Social Media Use for Health Purpose and Depressive Symptoms: A Cross-Sectional Survey (Preprint)

2020 ◽  
Author(s):  
Hee Yun Lee ◽  
Yan Luo ◽  
Cho Rong Won ◽  
Jiyoung Lee ◽  
Jeongwon Baik
Keyword(s):  
Social Media ◽  
Depressive Symptoms ◽  
Social Networking Sites ◽  
Inverse Relationship ◽  
Age Groups ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Use Of Social Media ◽  
The Relationship ◽  
Health Purpose

BACKGROUND The use of social media or social networking sites (SNS) is increasing across all age groups, and one of the primary motives of using SNS is to seek health-related information. Although previous research examining the effect of SNS use on depression exist, studies regarding the effect of SNS use for health purpose on depression is limited. OBJECTIVE Our study aims to explore the relationship between SNS use for health purpose and depression across the four age groups (18-34 years old, 35-49 years old, 50-64 years old, and above 65 years old). METHODS A sample of 6,789 adults aged 18 and older was extracted from a 2017 and 2018 Health Information National Trends Survey (HINTS). Univariate and bivariate analyses to examine the association between each variable and four age groups were conducted. Multiple linear regression analyses to predict depression level among participants with use of SNS for health purpose were conducted. RESULTS SNS use for health purpose and depression were positively associated for three age groups but not for those 65 years or older (=0.13, P<0.05; =0.08, P<0.05; =0.09, P<0.05). Income and self-reported health status indicated an inverse relationship for all age groups. The relationship with marital status differed based on age group with 18 and 34 years old showing an inverse relationship (=-0.13, P<0.01) while 65 years or older showing a positive relationship (=0.06, P<0.05). Gender was positively associated among those in the 35-49 years old (=0.09, P<0.05) and 65 years or older (=0.07, P<0.05). Being Non-Hispanic White was positively associated with depression among 50-64 years old (=0.07, P<0.001) and 65 years or older (=0.08, P<0.05). CONCLUSIONS Age-tailored education on determining accurate and reliable information shared via SNS is needed to reduce depressive symptoms.

scholarly journals #reimagining Arab Women’s Social Media Empowerment and the Postdigital Condition

2021 ◽  
Vol 7 (2) ◽  
pp. 205630512110101
Author(s):  
Zoe Hurley
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Women's Empowerment ◽  
Women’S Empowerment ◽  
The Novel ◽  
Social Actor ◽  
Critical Perspective ◽  
Self Presentation ◽  
Physical Spaces ◽  
Self Presentations

Social media intersects across physical spaces, digital infrastructures, and social subjectivities in terms of what is being called the “postdigital,” in an increasingly merging offline/online world. But what precisely does it mean to be “postdigital” if you are an Arab woman or social actor in the Global South? How does access to social networking sites, while increasing visibilities, also provide potential for increased agency? This study is concerned with the extent to which Arab women’s self-presentation practices on Instagram could be considered as empowering, or otherwise, within the postdigital condition. First, the study takes Instagram as a case to develop a theoretical framework for considering social media as a tertiary artifact, involving material, routine-symbolic, and conceptual affordances. Second, it applies the artifact framework to explore a corpus of self-presentations by five Arab women influencers. Feminist postdigital theorizing offers unique contributions to problematizing normative, ethnocentric, and neoliberal conceptions of Arab women’s empowerment. The application of the novel framework leads to an interpretative discussion of Arab women’s influencing practices across merging offline/online and transnational boundaries. Overall, the critical perspective begins to reimagine Arab women’s empowerment, not simply as individualized or material processes, but as agencies that are interwoven within the commercialized and conceptual dynamics of visual social media.

scholarly journals Preserving professional identities, behaviors, and values in digital professionalism using social networking sites; a systematic review

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Shaista Salman Guraya ◽  
Salman Yousuf Guraya ◽  
Muhamad Saiful Bahri Yusoff
Keyword(s):  
Systematic Review ◽  
Social Media ◽  
Social Networking ◽  
Health Professionals ◽  
Social Networking Sites ◽  
Healthcare Professionals ◽  
Professional Identities ◽  
Professional Behaviors ◽  
Digital Era ◽  
Use Of Social Media

Abstract Background Despite a rapid rise of use of social media in medical disciplines, uncertainty prevails among healthcare professionals for providing medical content on social media. There are also growing concerns about unprofessional behaviors and blurring of professional identities that are undermining digital professionalism. This review tapped the literature to determine the impact of social media on medical professionalism and how can professional identities and values be maintained in digital era. Methods We searched the databases of PubMed, ProQuest, ScienceDirect, Web of Science, and EBSCO host using (professionalism AND (professionalism OR (professional identity) OR (professional behaviors) OR (professional values) OR (professional ethics))) AND ((social media) AND ((social media) OR (social networking sites) OR Twitter OR Facebook)) AND (health professionals). The research questions were based on sample (health professionals), phenomenon of interest (digital professionalism), design, evaluation and research type. We screened initial yield of titles using pre-determined inclusion and exclusion criteria and selected a group of articles for qualitative analysis. We used the Biblioshiny® software package for the generation of popular concepts as clustered keywords. Results Our search yielded 44 articles with four leading themes; marked rise in the use of social media by healthcare professionals and students, negative impact of social media on digital professionalism, blurring of medical professional values, behaviors, and identity in the digital era, and limited evidence for teaching and assessing digital professionalism. A high occurrence of violation of patient privacy, professional integrity and cyberbullying were identified. Our search revealed a paucity of existing guidelines and policies for digital professionalism that can safeguard healthcare professionals, students and patients. Conclusions Our systematic review reports a significant rise of unprofessional behaviors in social media among healthcare professionals. We could not identify the desired professional behaviors and values essential for digital identity formation. The boundaries between personal and professional practices are mystified in digital professionalism. These findings call for potential educational ramifications to resurrect professional virtues, behaviors and identities of healthcare professionals and students.

Patanjali Ayurved Limited’s Skin Ailment Advertisement: What Have We Learnt?

2020 ◽  
pp. 231971452092517
Author(s):  
Vinod Kumar ◽  
Vandana ◽  
Moulik Wason
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Management Strategy ◽  
Communication Strategy ◽  
Negative Response ◽  
Young Generation ◽  
Marketing Communication ◽  
Print Advertisement ◽  
Dark Complexion ◽  
Media Channels

On 7 January 2018, Patanjali Ayurved Limited (PAL) published a print advertisement (ad) mentioning dark complexion as a skin ailment. This ad caught the eye of the young generation of India who is intolerant towards any kind of discrimination. People started giving their opinion about this ad and the issue was picked on social media channels such as Twitter, online blogs, news sites, etc. Users of social media clearly expressed their unacceptance towards the content of the ad. PAL tried to pacify the crowd by sending their spokesperson’s reply on Twitter. Seeing the continuous negative response, Baba Ramdev, co-founder and brand ambassador of PAL, responded on the next day in order to bring the situation under control. In such a scenario, PAL is analysing the entire incident and planning to revisit its marketing communication strategy. PAL is thinking not only to avoid such a situation but also to devise a better crisis management strategy for the future.

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